Media type: E-Article Title: Innovative celebrity endorsement and consumer purchase Contributor: Sankar, Jeganathan Gomathi [Author]; Indhuja M [Author] Published: 2020 Published in: Journal of Contemporary Issues in Business and Government ; 26(2020), 2 vom: Sommer/Herbst, Seite 678-684 Language: English DOI: 10.47750/cibg.2020.26.02.095 Identifier: Keywords: Brand quality ; Purchase intention ; Advertisements ; Consumer buying behaviour ; Celebrity endorsement ; Aufsatz in Zeitschrift Origination: Footnote: Access State: Open Access